BUFFALO, N.Y.—Sports marketing has played an increasingly big part in how Dunn Tire L.L.C. does business, with deals signed recently to pump up the dealership's name recognition and “local pride” in its hometown of Buffalo.
A longtime corporate partner of St. Bonaventure University, western New York tire retailer Dunn Tire and Kumho Tire USA Inc. are sponsoring the Dunn Tire Family Section in the university's Reilly Center to support its basketball team.
The section will be located in Section 2. Season tickets there are $120 for the first ticket and $60 for each additional ticket purchased through the same account. Dunn Family Section season ticket holders receive free women's basketball season tickets—a $50 value per ticket.
The “Bonnies” men's basketball team will play 15 home games in the Reilly Center this season, making the per-game price for these season tickets $8, according to Dunn Tire.
“Dunn Tire has been a loyal partner of ours for many years and we are grateful for their continued support,” said Cameron Myers, general manager of Bonnies Sports Properties. “We've listened to feedback from our fans and we think that the Family Section will be very well received.”
“The Family Section is a great addition to the Reilly Center and we are excited to be able to co-sponsor this section with our partner Kumho Tire,” said Robert Clark, Dunn's managing director of retail operations, noting the section, with its affordable pricing and family-friendly environment, speak “to our core values as a company....”
The National Hockey League's Buffalo Sabres recently named Dunn the team's official tire dealer and a sponsor of the Sabres' Rochester Americans American Hockey League affiliate.
“We recognize that hockey is a tremendous part of the culture in upstate New York,” Mr. Clark said. “We see the passion fans exhibit for these local brands and (are) honored to have Dunn affiliated with such great organizations.”
Through its support of the hockey teams and Buffalo Bills of the National Football League, Dunn said it is showing its commitment to the “One Buffalo” campaign, which “serves as a representation of teamwork and a deeper connection between Buffalo sports teams, fans and the community.”
The Sabres sponsorship is for a three-year term that includes in-arena advertising, TV and radio coverage as well as use of all Sabres logos in Dunn's marketing promotions, Mr. Clark told Tire Business.
The dealership's agreement with the Bills also is for three years and allows for use of Bills trademarks and logos, he said, adding that Dunn “will be running in-stadium promotions as well as TV and radio campaigns promoting our partnership.”
Dunn did not specify the value of the sponsorships, however Mr. Clark said “the Bills, Sabres and One Buffalo campaign have tremendous brand recognition and provide a focus for local pride in the communities we serve. To be able to partner with these organizations and show our pride as a locally owned business has had a very positive impact on our business.”
Separately, Dunn recently opened a remodeled, six-bay outlet in Harborcreek, Pa., to replace a store it had operated in nearby Erie, Pa. Similar to its other stores, the dealership said the new location features free Wi-Fi, complimentary coffee, a high-definition TV and a newly renovated customer waiting area. It's also within walking distance of several nearby plazas that include shopping and dining.
“Our goal is to provide world-class customer service in a relaxed and comfortable environment,” Mr. Clark said. “We serviced many customers in our Broad Street store and look forward to continuing to provide top-quality service to them in our new Harborcreek location.”
The new location—formerly operated as “Conway & O'Malley”—is 2.5 miles from the old store, northeast of downtown Erie, and is one of three Dunn Tire locations in or near Erie, he said.
Dunn operates 30 retail locations from Erie, Pa., to Syracuse, N.Y., and has been providing tire and automotive services since 1973.